The
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influence of
of
of
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the cosmeceutical hypermarket own brand and
he cosmeceutical hypermarket own brand and
he cosmeceutical hypermarket own brand and
he cosmeceutical hypermarket own brand and
consumer factors
consumer factors
consumer factors
consumer factors
on
on
on
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buying behavior
uying behavior
uying behavior
uying behavior
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Abstract
The purpose of our study is to explore how cosmeceutical hypermarket own brand and consumer factors will influence consumers' buying behavior. In this study, sampling objects were once shopped in Watson and Cosmed. The study use
questionnaire survey, and quantitative analysis. The expected results includes that its own brand image, quality and price will influence consumers' purchase motivation and purchase intention; consumers’ socio-economic status and lifestyle will affect their brand loyalty. However, if consumers' economic capabilities, and its own brand can keep their image, quality and price, it still can attract consumers purchasing. Therefore this study are expected that own brand image, quality and price will be the main factors that influence consumer buying behavior. The study anticipates that the own-brand companies can use this results to strength the three main factors above to improve their competitiveness in the market.
Keyword:
own brand consumer factors loyalty purchase motivation purchase intention
嫺 嫺 嫺 6 7 7 7 8 10 11 12 14 14 14 16 19 19 20 22
M
( ,2007; ,2011) ( , 2010)
:
199嫺 1987 ( 200嫺) 33 9,700 1987 440 20-40 2 2 199嫺 7-ELEVEn 92 20% 2012 2 3嫺嫺
(1998)
Kent (1982)
Lichtenstein, Ridgway,and Netemeyer (1993)
Marcel
Park, Jaworski and MacInni(1986)
Rao and Bergen(1992)
and Dick, 1996)
(Png and Reitman, 199嫺) Raju et al.(199嫺)
Hoch and Banerji (1993)
Starzynski (1993)
(2004)
(Gabor and Granger, 1979; Lumpkin,
Hawes, and Darden, 1986)
(Lichenstein, Ridgway, and Netemeyer,1993)
(Batra and Sinha, 2000)
Plummer(1974)
Engel Blackwell and Kollat(1982)
(Parasuraman,Zeithaml
and Berry, 1991) Selnes (1993)
(Dick and
Basu,1994) ( )
(Hepworth and Mateus,1994)
(Jones and Farquhar,2003)
Aaker 1991
(2) (3)
Gilbert (1991) Tauber (1972) 7 (1) (2) (3) (4) (嫺) (6) (7)
Buttle and Coates (1984) Tauber
8 (1) (2) (3) (4)
(嫺) (6) (7) (8)
Schiffman and Kanuk (2000) Tauber (1972)
Dawson Block and Rideway (1990)
(2003) 嫺31
Kim, Kang and kim (200嫺)
嫺嫺 419 (
) ( )
Westbrook Black (198嫺) (anticipated utility) (role enactment) (word of mouth) (choice optimization)
(affiliation) (power and authority) (stimulation)
Doddset al. 1991
Schiffman and Kanuk 2000 ‚ Purchase Intention
:
Kotler 2003 1
2
(Heijden and Verhagen, 2004; Jeong and Lambert, 2001; Schlosser,2003; Ree, 2003)
:
Zeithaml 1988 Heskett et al. 1994
H1 H1H1 H1 H2 H2H2 H2
H1;H2;H3
H4;H嫺;H6
H7
H8
H9
H3 H3H3 H3 H4 H4H4 H4 ( ) H嫺H嫺H嫺H嫺 H6 H6H6 H6 H7 H7 H7 H7
H8 H8H8 H8 H9 H9H9 H9
1. (1998) 2. (1) (2) (3) 1.
2. (1) (2) (3) (4) 1. :
Hepworth and Mateus(1994)
(2003 2. : (1) (2) (3) (4) 1. Tauber (1972) 7
Schiffman and Kanuk (2000) 2. : (1) (2) (3) (4) (嫺) (6) (7) 1. : Dodds et al. 1991 2. : (1) : (2) : (3) :
300
(George and Mallery 2003)
, Cronbach (George and
Mallery 2003)
(construct validity)
(construct validity)
H1 H2 H3 H4: H嫺 ( ) H6:
H7: H8: H9:
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